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本文的目的是研究社会影响、感知趣味、信息质量三类需求和广告担忧对用户公众号满意度与持续使用行为的影响。基于使用满足理论和信息系统的持续使用理论,本文建立微信公众号的持续使用模型。利用364份有效数据,发现感知趣味、社会影响对用户满意度有影响,信息质量对用户满意度没有显著影响；男性用户重视社会影响,女性用户重视感知趣味；广告担忧对满意度有影响,对持续使用行为的影响不显著；相对来说,女性用户对植入广告更加敏感。
Abstract：WeChat Official Account(WCOA)has become a very important information dissemination and advertisement channel and already attracted a lot of users to follow. The objectives of this article are to examine the effects of psychological needs(perceived entertainment,social influence,and information quality)and advertising worry on WeChat users' satisfaction as well as assessing the influence of users' satisfaction and their advertising worry(ads worry)on users' WCOA continuance use behaviors. Our model is based on the Uses and Gratifications Theory and information systems(IS)continuance use. The proposed model was tested by Structural Equation Model through using data from online surveys of 354 WeChat users in China. The results show that perceived entertainment,and sociality positively influence WeChat users' satisfaction significantly. However,ads worry affects negatively users' WCOA satisfaction instead of continuance use behaviors. Specifically,we find that social influence is more important for male users in predicting satisfaction,whereas perceived entertainment has a more salient effect on satisfaction for female users. Female users are more sensitive to ads worry. The research results provide insight into how WCOA operator can motivate users and improve their satisfaction which in turn will increase WeChat users' willingness in continuance behaviors.
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(1)Software as a Service,软件即服务。
基本信息:
中图分类号:G206;F713.8;TP311.56
引用信息:
[1]张光前,张席婷.微信公众号内植入广告对用户持续使用公众号影响的研究[J].信息系统学报,2018(02):53-66.
2020-03-31
2020-03-31